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Follow the Leaders: Daryl Logullo

Editor’s Note: Multichannel Merchant planned to launch a new, regular feature called “Follow the Leaders” on Dec. 5. However, the first person we planned to profile, Daryl Logullo, died suddenly on Nov. 18. Daryl filled out his questionnaire for us on Oct. 29. Our thoughts and prayers are with Daryl’s family, his co-workers at Kellyco, and everyone whose lives he touched.

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Here’s how social media helps me in my everyday life: Social media is real time listening and intelligence. It allows me to follow real-time conversations from individuals and companies and pay attention to what they are saying about themselves and us.

Here’s how social media helps my business grow: It helps us hear real-time conversations with our customers and prospects and receive immediate feedback. We no longer have to guess at what the actual voice-of-customer is saying.

The best lesson I learned about social media is: It exists to help create brand conversation and endearment, not to run stupid contests or daily trivia. It’s not a separate department or division but an integrated part of your customer service and marketing.

My favorite channel to shop in is: Ecommerce, because of the convenience factor of being able to research and compare a product or shop for solution.

When I’m not shopping on my own site, my favorite place to shop is: Probably Home Depot, Lowes, or an auto parts store!

If there’s one merchant I could emulate, it’s: There are two, and ironically both sell steak! Ruth’s Chris because they are masters at simple excellence and keeping things simple, focused and exceptional. Omaha Steaks, because they are a genius at communicating value proposition, direct response marketing, product bundling and upselling.

The biggest technology enhancement I need to help grow my business is: Real time site personalization and a robust front-end platform. This will allow us to extend our brand while exploring new product verticals.

My favorite place to travel for business is: Either Chicago or San Francisco with my wife, because of the convenience of being in a big city and an energetic atmosphere.

When I’m not travelling for business, I like to visit: Blue Ridge or Appalachian Mountains, because of the outdoors and wildlife, especially the beauty in the rivers and trees.

The best advice I received from a boss, friend, mentor or family member is: The way up in the kingdom is down, Mark 9:35. Life is not about winning or losing or more or less, but being humble and responsible with what you’ve been entrusted with.

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Being prepared for the holiday rush used to mean stocking shelves and making sure your associates were ready for the long hours. But the digital revolution has changed everything, most importantly, customer expectations. Retailers with a physical store presence should be asking themselves—what am I doing to wow the customer?